April 2, 2008

Chain Letters, Jokes and "You Gotta See This" Emails

As a wellness or change your life expert, who you are is inevitably tied to your business.

I realized this in the first year of my business in 1999.

I was running errands in town and had a sudden realization that I could no longer carry around my grumpy attitude or get away with my casual dress if I ever expected people in my community to take me seriously.

So I cleaned up my act, started dressing better and left my inner grump at home in an effort to match my inner and outer being to my transformational wellness work.

Yet it never fails to amaze me how many wellness professionals sabotage their business image with email.

They forward chain letters (with a note that “I swear I never normally do this” attached) or some other “you gotta see this” video, joke or latest eco-warning. Usually followed by some “whoops, sorry that wasn’t really true.”

Every time you do this, you chip away at your brand, message and credibility.

I can hear you now. “Oh come on Karin! It’s just a little email to friends, family and colleagues!”

Ask yourself, who are the people most likely to refer you clients? Those who already know, like and trust you. That would be your friends, family and colleagues. If they don’t see you taking your image seriously, neither will they.

Here is what these types of email say about you and your business.

You don’t take your message, brand and image seriously

If you did you would be re-investing the time you spend reading and forwarding chain letters by sending out a regular “keep in touch” email with your clients, past clients, friends, colleagues and family that presents you as a credible source of information.

This “keep in touch” can be in a form of a bi-monthly newletter (where you can include a personal note from you or some other personal touch like the latest joke regarding healthcare, if you like telling jokes that is), a sendoutcards.com mailing or weekly blog post that relates to your work.

You can make this very authentic and YOU.

Your information is not very trustworthy.

As a wellness professional your clients, friends and family expect you to filter information and deliver the best of the best.

When you send out chain letters, eco-warnings or the like, it says to your reader, that you don’t filter your information and are susceptible to the latest fads and unreliable news.

You want your network to know and trust that whatever comes from you is the real deal, is helpful to them and always relatable to your work in order to reinforce the benefits of working with you.

You don’t understand the value of your email list.

People get bombarded with pointless emails, sales pitches and spam.

In order for you to stand out from the sea of useless mail, you need to provide accessible, useful and engaging information at every point of connection with you.

There is probably nothing more valuable than your email list.

When communicated with properly and authentically, it is a goldmine. (This can be the case with very small lists too!)

When used inappropriately, it chips away at your business.

You’re not very focused.

While this may not be the truth, the fact that you take the time to forward useless information implies that you’re easily distracted.

This is particularly harmful for wellness professionals because part of what people “buy” when they hire you is your confidence and clarity in what you know.

If you give the impression that you’re easily distracted, it creates doubt.

Doubt in you, your services and your ability to hone in on practical solutions.

You’re operating out of a need to help rather than what’s best for your audience

The need to help is rampant in the wellness community.

I believe these emails are coming from a good intention.

But the greater truth is that they do not help anyone.

In fact, they usually serve to distract and confuse the reader.

“Oh, an email from Tom just came in. I know him so I’ll open it. Huh? What’ this? Some forwarded email about the planet falling apart?” Delete.

The end result is a new neural pathway made between YOU and confusion.

You want to be connected to clarity, direction and solutions. Not confusion.

The good news is that if you send these types of emails it probably means you really do like to connect with others and be helpful.

Now that you know this about yourself, you just need to UPGRADE the way you do this so that it benefits your readers and your business. Consider starting an email newsletter or blog.

Is there every an appropriate place to send these types of emails?

Yes.

You can send them to your mother.

And even then she may say “knock it off!”

To your continued professional expansion,

Karin

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